01 / the problem
You can talk about your business for twenty minutes. You can’t say it in one sentence.
Every job starts in the same room with the same problem. This page is that session, compressed.
Book a call“We do a bit of everything, really”
“It’s kind of like Uber but for…”
“I’ll explain it properly when we meet”
02 / your first answer
“So we’re sort of a platform, but there’s a service side too. Mostly small businesses — well, not only small. We help them get set up and then kind of support them after, and there’s a community bit we want to build out. It depends on the client, really.”
Nobody’s first answer is a sentence. Yours won’t be either. Good. That’s the raw material.
The questions we ask
03 / the questions
Who got it immediately when you explained it?
What annoys you about how everyone else does this?
Where do people’s eyes glaze over?
What do you keep almost saying?
Who is this obviously not for?
What would you refuse to do, even for good money?
What do you wish people asked you about?
Which competitor do you quietly respect?
What did you believe at the start that you don’t now?
What’s the bit you always explain twice?
Who would actually miss you if you stopped?
What do you want to be known for in three years?
You know the answer to every one of these. You’ve just never said them in order.
04 / the word
knownsense (n.) — what you already know about your business, made clear enough to sell.
It’s already in your answers. Nobody has ever collected it, ordered it, or put it in words a stranger would use.
Then we go find the line.
05 / the output
One sentence.
Not a slogan. Not a tagline for a tote bag. A sentence you can say to a stranger without flinching, and they get it.
Everything else gets built to match.
06 / after
Then we build it. Then we stay.
Positioning. Messaging. Identity. Site. Launch assets. All cut to fit the sentence, not decided separately and hoped into alignment.
Most strategy stops at the handover. A deck lands, everyone agrees it’s sharp, and you go away and build the thing the deck describes. We stop when the brand is live — on a date agreed at the start.
Then we come back at six months. Not a retainer. A check that the sentence still holds.
Want to see it done? Look at ours.
07 / our own case
We ran it on ourselves first.
The first brand we did this to was our own. Same session, same questions, same sentence at the end of it. Here is what came out, pulled apart.
What you already know about your business, made clear enough to sell.
KNOWN, not KNOW. The whole argument in one letter: you already have it.
One colour, on one word. The green never lands anywhere it hasn’t earned.
Lowercase the. It isn’t shouting. Neither is the work.
Three dots. The sentence keeps going — and so do we, at six months.
Every one of those traces back to the sentence. Nothing was chosen because it looked nice. That is the whole method, and it is what you get.
One question, more than any other.
08 / the question
“If I already know it, why do I need you?”
Fair. You just ran through a wall of those in your head, unaided.
But answering was never the hard part. Choosing was. The thing that feels too obvious to bother saying is usually the exact thing they needed to hear — and you can’t see it, because you’ve said it a thousand times and it stopped sounding like anything.
We don’t bring an idea. We bring an outside ear.
09 / not for you
Who this isn’t for
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You want a logo by Friday.
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The business works. You just want it prettier.
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You can’t be in the room. The answers come from you. We don’t invent them for you.
Still here?
10 / the ask
Thirty minutes.
That was the session, compressed. The real one is longer, and it’s about your business — not the idea of one. Bring the sentence you’ve been fighting with. Leave with a sharper one, whether or not we work together.
Book a call